Fox Weather Taps Sponsors to Help Keep Viewers After Storms Pass
Fox Weather executives know the outlet's audience will tune in when severe conditions hit their region. Now they are working on ways to get them to stick around when conditions are calm.
On Wednesday, the broadband outlet will feature a 'Beach House' scene sponsored by lifestyle fashion outlet Tommy Bahama, which is known for its summer clothes and beachwear. Viewers will get to see the retailer's flagship New York store. 'We are continuing to do the show we would have done in the studio,' says Jason Hermes, vice president of marketing and client partnership sales, during a recent interview. 'But we are doing it from a backdrop' that will put viewers in mind of kicking off the summer.
More from Variety
Martin Scorsese's 'The Saints' Gets Second Season at Fox Nation
Let Us Pray: Fox News Opens Interactive Cathedral to Boost Martin Scorsese's 'Saints'
Fox Nation Aims to Make Name in Faith-Based Programming With 'God. Family. Football.'
This isn't Fox Weather's first foray into weaving advertisers into its programming. Earlier in the year, the outlet tapped outdoors retailer Eddie Bauer to sponsor 'Ski House' settings, and Hermes says there is an effort to focus on football tailgates in the fall that could use a central sponsor.
At Fox Weather, part of Fox News Media, the new sponsored segments are seen as something that can keep viewers coming even when news isn't in breaking mode, which may contain worrisome images of severe weather. 'A lot of brands are very skeptical running commercials around news and not being able to control what's going on' says Hermes. 'But there are things we can control that are still editorially driven.'
Fox Weather has placed new emphasis in recent months on retaining viewers who first visit due to breaking news, says Sharri Berg, president of the media outlet. The outlet keeps correspondents on the ground in areas affected by weather after winds and rains have stopped, she says, so they can tell the story of how communities rebuild. 'That's been a big differentiator for us,' she notes. 'We don't parachute in and leave.'
Fox Weather launched in 2021, a bid to capture the interest of viewers as extreme weather events like hurricanes, tornadoes and heat spikes are projected to become more common. There are plenty of weather-news options for consumers, who have long been familiar with Allen Media's Weather Channel. Fox, however, built Fox Weather with modern media users in mind; the service is available on outlets ranging from YouTube TV to Amazon Fire, as well as a mobile app. At times, Fox Weather is simulcast on Fox-owned TV stations and even Fox Business and Fox News.
Neither Tommy Bahama or Eddie Bauer is the biggest of video advertisers, but the four-year-old Fox Weather captured the interest of marketing executives by offering to align their messages with seasonal events to help drive sales. Media outlets that have yet to reach full maturity often have the capacity to test things for sponsors that more established venues would not. In 2005, for example, a cable network once known as VH1 Classic hooked consumer-products giant Procter & Gamble by letting it run both vintage and modern adds for its Pepto-Bismol during a program that featured both old and current videos from pop musicians. The network, then owned by Viacom, let kosher foods manufacturer Manischewitz sponsor a Passover-themed program that featured Jewish rock stars sitting around a Passover Seder table.
The early days of a media outlet can often be the ones when longstanding advertising alliances are formed. Marketers who get in early with nascent media properties can often win favorable rates or hard-to-secure integrations, and a relationship built in the first years of existence can develop into something bigger as time marches on.
Fox Weather's Hermes says he had a long list of potential clients to call for the Summer House concept. Tommy Bahama was the first. By the time he had finished making an initial outreach to one of the company's marketing executives, he says, he knew he wouldn't have to call anyone else.
Best of Variety
New Movies Out Now in Theaters: What to See This Week
'Harry Potter' TV Show Cast Guide: Who's Who in Hogwarts?
25 Hollywood Legends Who Deserve an Honorary Oscar
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
5 hours ago
- Yahoo
Weekend Weather Update: Invest 91L in Atlantic on track for further development
Welcome to the Daily Weather Update from FOX Weather. It's June 28, 2025. Start your day with everything you need to know about today's weather. You can also get a quick briefing of national, regional and local weather whenever you like with the FOX Weather Update podcast. Odds are increasing that an area of showers and thunderstorms over Mexico's Yucatan Peninsula could briefly develop into a tropical depression later this weekend as it enters the southern Gulf of America before it crashes back into Mexico's East Coast. The National Hurricane Center has so far designated the broad area of low pressure over the southwestern Yucatan Peninsula as Invest 91L. Baseball-sized hail is among the dangerous threats posed by severe thunderstorms expected across parts of the Upper Midwest Saturday. A low pressure system will develop across the northern Rockies and High Plains on Saturday, pulling in moisture from the south into the Dakotas, making the atmosphere quite humid. With the Fourth of July fast approaching, a record-breaking 72.2 million Americans are preparing to travel for the holiday, according to AAA. However, long-range forecasts indicate that a cold front may bring widespread storms to the northern Plains and Southeastern US on the Fourth, and there is even an outside potential for a home-grown tropical system to develop close to the Southeast coast during the holiday weekend, according to the FOX Forecast Center. The National Hurricane Center (NHC) is continuing to monitor the development of an area of low pressure in the Eastern Pacific that's expected to become at least a tropical depression this weekend, on its way to possibly eventually becoming Tropical Storm Flossie. Before you go Here are a few more stories you might find interesting. Watch: Alaska black bear's snack run thwarted in futile fight with trashcan July night sky highlights: Bright Mercury, full Buck Moon and a meteor shower Mediterranean Sea poised to break all-time heat record Need more weather? Check your local forecast plus 3D radar in the FOX Weather app. You can also watch FOX Weather wherever you go using the FOX Weather app, at or on your favorite streaming service. It's easy to share your weather photos and videos with us. Email them to weather@ or add the hashtag #FOXWeather to your post on your favorite social media article source: Weekend Weather Update: Invest 91L in Atlantic on track for further development
New York Post
12 hours ago
- New York Post
Tropical Depression 6-E expected to become Hurricane Flossie in Eastern Pacific
Tropical Depression Six-E formed in the Eastern Pacific Ocean early Sunday morning just off the coast of southern Mexico and is expected to become a hurricane early this week, according to the National Hurricane Center (NHC). A tropical depression is a tropical cyclone that has maximum sustained winds below 39 mph. Once a tropical depression forms, the NHC gives it a number based on its order of formation in the hurricane season and a suffix corresponding to the Atlantic and the Eastern and Central Pacific basins. The 'E' indicates the depression's location. Advertisement The NHC has recorded maximum sustained winds of 30 mph within Tropical Depression Six-E. The NHC said gradual strengthening is forecast over the next day, followed by steady to rapid strengthening, and Tropical Depression Six-E is expected to become a hurricane on Tuesday. A Tropical Storm Watch is in effect for the southwestern coast of Mexico from Zihuatanejo to Manzanillo. 3 Tropical Depression Six-E formed in the Eastern Pacific Ocean and is expected to become a hurricane early this week. drew – Advertisement 3 The National Hurricane Center (NHC) has recorded maximum sustained winds of 30 mph within Tropical Depression Six-E. FOX Weather 3 According to the NHC, Tropical Depression Six-E is expected to become a hurricane on Tuesday. FOX Weather Should Tropical Depression Six-E develop into Flossie, it would be the sixth named storm to form in the Eastern Pacific this season.
Newsweek
3 days ago
- Newsweek
Satellite Image Shows First Named Storm of the Atlantic Hurricane Season
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. Tropical Storm Andrea spun to life this week as the first named storm of the 2025 Atlantic hurricane season, though the system quickly fizzled out. Satellite images captured its brief swirl over the open Atlantic. Why It Matters Though short-lived, Andrea became the first named system of the Atlantic hurricane season when it formed on Tuesday. Meanwhile, the Eastern Pacific has seen a more active start to the season, with several systems already having been named. What To Know Satellite imagery shared by the National Oceanic and Atmospheric Administration's (NOAA) Satellite and Information Service on Wednesday showed the system spiraling over the waters of the Atlantic Ocean. We've had our first named storm of the 2025 Hurricane Season! Tropical Storm #Andrea formed yesterday and quickly dissipated. Did you know that NESDIS' Center for Satellite Applications and Research (STAR) plays a role in hurricane preparedness? Their satellite data products and… — NOAA Satellites (@NOAASatellites) June 25, 2025 The system formed Tuesday but quickly weakened into a post-tropical area of low pressure, Fox Weather reported. No land areas were threatened by the system, the outlet said, adding that Andrea remained over the open north Atlantic Ocean, some 950 miles west of the Azores. It also noted that the system marked the farthest north and east a tropical system formed in the Atlantic in June since 1851. AccuWeather meteorologist Adam Douty told Newsweek prior to Andrea's formation that strong upper-level winds were disrupting the system, which would likely prevent any "substantial or lasting" development. "If it does officially become a tropical depression or tropical storm (per the National Hurricane Center), if would be short-lived as it gets swept up into the North Atlantic," Douty said in a Monday email to Newsweek. "It would dissipate by the middle of the week." What People Are Saying The National Weather Service said on X on Wednesday: "Yesterday, Tropical Storm Andrea became the first named storm of this Atlantic Hurricane season. Andrea was short-lived and well out to sea, but served notice that Hurricane season is here. Now is the time to prepare your home and family, before the next storm threatens our coasts." NOAA Satellites said on X Wednesday: "We've had our first named storm of the 2025 Hurricane Season! Tropical Storm Andrea formed yesterday and quickly dissipated." Hurricane specialist at Fox Weather Bryan Norcross wrote on X on Wednesday: "If you took a long nap Tuesday, you missed Tropical Storm Andrea. In any case, now we wait for Barry. The 2025 tropical delay continues... and will likely last into July." Meteorologist Jonathan Stacey said on X on Tuesday: "Tropical Storm Andrea has formed in the Atlantic—the first named storm of the 2025 hurricane season. It's far out between Bermuda & the Azores and no threat to land. It should weaken by tomorrow. Stay aware—hurricane season is here." What Happens Next The Atlantic hurricane season spans from June through November.
